6 Ideas for Video Marketing for Small Business

Did you know that a whopping 91% of businesses out there are currently using video as a means to market and advertise their brand? With video content continuously on the rise, it makes sense that so many companies would want to hop on the trend and try to appeal to their audience using a bit more than just text and images.

However, video marketing for small businesses isn’t always easy to nail – heck, it’s not always easy to even get started with it.

Over at TQPS HQ (that’s us, hi!) we’ve had a lot of conversations about how to successfully, authentically, and effectively use video in our marketing.

And in between our own testing – as well as planning content for our clients – our research continues to point toward an unavoidable truth: video marketing continues to reign supreme in 2024 – and there’s nothing out there (yet) that’s going to slow down its growth.

Don’t get too overwhelmed, though – video marketing for small businesses can be a lot less intimidating than it seems.

From planning and scripting to filming, editing, and even posting, small businesses don’t need to invest heavily to reap the benefits of video marketing. Sometimes all it takes is a little creativity and a touch of consistency to make it all come together.

Ready to dive into some of our favorite ways (and tips) to use video marketing for your business? Let’s get going!

The low-down on all things video marketing

This isn’t video marketing’s first rodeo. In fact, according to Statista, between 2019 and 2023, an average of 3.2 BILLION USERS (!!!) were consuming video content of all types around the world. Those are absolute blow-your-mind numbers!

So, what makes video – specifically video content marketing – so popular? To us, it’s a combination of a few different things:

1. Visual appeal: Videos typically capture a user’s attention quickly with dynamic visuals, which ultimately makes it easier to convey a message. The combination of moving images, sound, and text can create a rich, immersive experience that’s far more engaging than static content.

2. Storytelling: Videos allow you to tell compelling stories that resonate with your audience on an emotional level. Through video, you can showcase your brand’s personality, values, and unique selling points in a way that feels personal and relatable, creating a stronger connection with viewers.

3. Accessibility: Videos can be watched on various devices – from smartphones to tablets to desktops – which makes them accessible to a broad audience. They also cater to different learning styles – whether viewers prefer visual or auditory content – ensuring your message reaches as many people as possible.

4. Shareability: Videos are highly shareable on social media platforms, increasing their reach and potential impact. People are more likely to share video content with their friends and followers, amplifying your message and expanding your audience organically.

Whether or not you’re new to the game, video marketing (including for small businesses) seems to tick all the boxes in terms of effectiveness at the same time that it keeps people engaged and interested in what you have to say, show, teach, etc.

6 ways to use video marketing for a small business

Despite what you might see online, it doesn’t take a million-dollar budget and a celeb-status name to create great video marketing content.

A phone camera is typically all you really need – plus maybe a tripod to hold it up. But even that is taking things to a whole other level!

From there, it’s all about creativity and consistency.

Feel like you still can’t see the vision of how video marketing can actually, tangibly work to market your small business? Don’t worry, friend – we got you.

Let’s take a closer look at 6 of our favorite practical ideas on how to use video marketing for your small business – and why we feel they might be the best fit for you.

1. Customer testimonials

Share short videos of satisfied customers or clients talking about their positive experiences with your product or service. For example, you could film a customer discussing how your product/service solved a problem for them or helped them achieve XYZ. Ultimately, these authentic testimonials can be shared on your website, social media, and even used for email campaigns to provide real-world proof of your value.

Why do they work? Typically, customer testimonials help build credibility and trust with potential customers who might be on the fence about working or shopping with you. 

2. Behind-the-scenes clips

Give your audience a peek behind the curtain by showing them the daily operations, introducing your team, or highlighting how you do what you do. For instance, you could create a video tour of your office, introduce key team members as they work, or (if applicable) showcase the craftsmanship involved in making your products. 

Why do they work? This personal touch can build a stronger connection with your audience by making your brand more relatable and transparent.

3. Real-life demos

After showing people how everything looks behind the scenes, it’s time to show them your products in action. To do so, you can film a series of videos that demonstrate how your products work in real-world scenarios. For example, if you sell kitchen gadgets, show how they can simplify cooking tasks. Use close-up shots and step-by-step instructions to make the demonstration clear and engaging.

Why do they work? Demos can help potential customers understand the benefits and features of what you offer, making them more likely to purchase.

4. Educational content

Provide valuable content by sharing how-to videos related to your industry. For example, a gardening store might create videos on how to plant a garden, care for different plants, or deal with pests. Meanwhile, a coach could create videos that offer tips on goal setting, demonstrate effective time management techniques, or provide advice on maintaining work-life balance.

Why do they work? Sharing thought-provoking, engaging, and informative educational content positions you as an expert in your field and helps build trust with your audience. This ultimately fosters a sense of reliability and credibility around your brand.

5. Live Q&A sessions

Host live sessions where you answer questions from your audience. This interactive approach can boost engagement and provide direct value to your viewers. For example, a beauty brand could host a live Q&A about skincare routines, where viewers submit questions in real time. 

Why do they work? These types of videos don’t just provide valuable information, they also help build a sense of community and immediacy with your audience.

6. Share your story

Share your personal or business story with your audience through video. This could mean explaining how your business started, the challenges you faced, and the successes you’ve achieved. For example, a small bakery could share the journey of how it began from a home kitchen to a thriving storefront, highlighting the passion and dedication behind the scenes.

Why do they work? By sharing your story, you create a sense of authenticity and transparency, which helps build trust and loyalty. Viewers are more likely to support a business they feel personally connected to.

HOW TO MOVE FORWARD WITH video marketing content

Now that you know what to film, it’s time to move on to all of the other little details that can help boost your video marketing efforts even further.

Don’t worry, though – things aren’t going to get any more complicated (or expensive) than you want them to. 

7 actionable tips to create great video content

That said, here are a few final tips to help you get started and make the most of your efforts:

1. Keep it short and sweet: Attention spans are short, so try to make your videos concise and to the point. A good target is between one to three minutes, depending on the complexity of the topic.

2. Focus on quality: While you don’t need high-end equipment, try to ensure your videos are clear, well-lit, and have good sound quality. A smartphone with a decent camera, a tripod, and even an affordable external microphone can significantly improve your video quality. And don’t forget to set up by the window for natural light (that’ll instantly make your videos appear more high quality).

3. Be authentic: Authenticity resonates with viewers. Be yourself and let your brand’s personality shine through. This also means you shouldn’t be afraid to show imperfections – they make your brand more relatable and human!

4. Plan your content: Outline your video’s purpose, key points, and desired call to action before you start filming. This will help keep your content focused and ensure that you cover all necessary information.

5. Optimize for SEO: Use relevant keywords in your video title, description, and tags to improve your video’s visibility on search engines and platforms like YouTube.

6. Engage your audience: Encourage viewers to like, comment, share, and subscribe. Ask questions or prompt them to share their experiences related to the video topic to foster interaction.

7. Analyze and adjust: Monitor the performance of your videos using analytics tools. Pay attention to metrics like views, engagement, and conversion rates. Then, use this data to refine your strategy and improve future videos.

TL;DR: Video marketing for small businesses is all about…

Leaping and creating engaging, authentic, and valuable content that resonates with your audience. 

At the end of the day, by leveraging the power of video, you can easily showcase your brand’s personality, build trust with your audience, and even provide meaningful insights that can help set you apart from the competition.

It’s no secret that, nowadays, people’s attention span is getting shorter and shorter. That said, there are very few users out there who still want to read an entire client testimonial or whitepaper. 

Instead, they’d rather see or hear it from the horse’s mouth… before either scrolling onto the next thing or hitting that “FOLLOW” button because they want to see more.

All of this means that video content can ultimately play a significant role in capturing and maintaining your audience’s attention.

That said, a few ideas of videos you can film and share include:

1. Customer testimonials
2. Behind-the-scenes clips
3. Real-life demos
4. Educational content
5. Live Q&A sessions
6. Share your story

And who knows? You might actually fall in love with video marketing – we know a few people who have – and then you’ll never want to look back…

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Schedule a call to learn how we can help you with brand messaging, copywriting, or content marketing!

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We’re a brand strategy & copywriting studio for mission-driven, BIPOC, LGBTQIA+, and Feminist-run brands and businesses who want to increase their visibility and connect with their communities through the power of story and content. We share tips & advice on how to make marketing (and business) fun!

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